Bleeding Data: In the sleek interface of menstrual tracking apps, many women find empowerment—planning pregnancies, tracking symptoms, or simply better understanding their cycles. But behind the promises of personalized health insights lies a data trade-off with serious consequences. A new report from the University of Cambridge’s Minderoo Centre for Technology and Democracy sheds light on the booming “femtech” industry, revealing the vulnerability of users’ most intimate information.
At the heart of the issue? Profit. These apps, marketed as champions of female health, are quietly converting data about users’ lifestyles, bodies, and choices—including exercise, medication, sexual activity, and birth control—into lucrative assets for advertisers, brokers, and tech giants.
Dr. Stefanie Felsberger, lead author of the report The High Stakes of Tracking Menstruation, warns that the financial value behind this bleeding data is grossly underestimated. Pregnancy-related information is reportedly 200 times more valuable than basic demographics when it comes to ad targeting. This means platforms can fine-tune their campaigns—like pushing cosmetics during ovulation—based on hormonal cycles alone.
But it’s not just lipstick and lifestyle ads. The risks include job discrimination, insurance bias, cyberstalking, and legal issues in countries with restricted reproductive rights. The report cites chilling examples where authorities or companies have already misused such data to penalize abortion seekers.
In 2024 alone, three top cycle tracking apps saw a combined 250 million downloads—an overwhelming number.
The femtech market may reach $60 billion by 2027, with menstrual tracking driving nearly half the growth.
Currently, in places like the UK and the EU, this data is labeled as a “special category” (akin to genetic or ethnic information), requiring stronger protections. Yet enforcement is inconsistent, and in the US, such data is still classified as merely “general wellness”—a loophole that leaves users exposed.
Cambridge researchers urge stronger regulations and want public healthcare systems like the NHS to create secure alternatives.
Unlike profit-driven apps, public ones could empower users, support research, and ensure better control over personal data.
Until such solutions exist, transparency is key. The report urges companies to let users delete their data from both the app and company servers. It also highlights the need for digital literacy in schools to help young users make informed health app choices.
Professor Gina Neff says women deserve more than companies treating their menstrual data like consumer information.
Because when it feels like the app is tracking you—not just your period—it’s time to rethink the trade-off.